NeuroFocus "Mynd" Is the First Dry, iPhone-Compatible, Portable Brain Scanner To Help Advertisers Get Inside Your Head And Now W

Posted Mar 21 2011 4:33pm

The company, NeuroFocus has also partnered with the Nielsen group so they can read your mind and see what will appeal for advertising. Yup it’s going to get a bit dicier out there. If you want to see how successful your social marketing is, it appears it can do that too. Let’s outfit member of Congress you think? I might guess a lot of folks might like that idea!

In addition to predicting our behaviors relative to advertising, the company now states with wireless capabilities there’s more room here to give back to science and medicine to create better qualities of life for many.

Medical use can reduce costs and has implications for clinical and commercial applications of EEGs. The wireless capabilities of blue tooth certainly gets rid of all the wires we all probably know pretty well. The full press release can be read here. There’s no need for any type of gel to be used. Neurological testing labs across the US will be trying it out soon. BD

NeuroFocus , a firm that brings brain research to marketing, today unveiled what it deems “the first dry, wireless headset designed to capture brainwave activity across the full brain.” The device, three years in the making, debuted at the 75th Annual Advertising Research Foundation conference in New York.

What is “neuromarketing,” the odd corner of marketing research NeuroFocus has staked out for itself? Broadly speaking, neuromarketers measure how the brain and body react to certain stimuli, then extrapolate from that information whether an advertisement, brand, product, or package is having its desired effect. Neuromarketers reportedly had a hand in the 2010 midterm elections, with several consulting for Republican candidates. Neurological research has also been used to help market movies. Recently, Fast Company also explored whether these firms might have a hand in making the movies themselves.

NeuroFocus CEO Dr. A.K. Pradeep tells Fast Company he was especially excited to be contributing to science: “I run a marketing company, and I know we’ve taken so much from science. It’s kind of cute and funny to give back to science. The headsets we design are now actually going to be used by people in wheelchairs to control those wheelchairs. It’s really a fascinating moment.”

NeuroFocus is expected to roll out the device in labs all over the world shortly; the device is not for sale commercially however, and Pradeep declines to say how much each one costs.